ROVE BEEF JERKY

Launch a successful new meat snacks brand to compete in the growing category. Meat snacks (beef jerky included) is a $2.5 billion industry and at +12% annual growth, is one of the fastest growing food segments in the industry. Rove wanted to bring to the market a healthier, cleaner and premium meat protein with the emphasis on what the meat DID NOT contain. Free from: nitrates, MSGs, chemicals, antibiotics, preservatives or any unpronounceable or unknown ingredients. With the majority of meat snacks specifically targeting the male demographic, Rove wanted to capture the untapped, but growing, female audience. The design needed to convey the healthy and clean aspects of the meat and ingredients used, while being visually strong and appealing to females, without alienating the male consumer.